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Television: Back to the Future

Byron Sharp, Virginia Beal, Martin Collins
DOI: 10.2501/S002184990909031X Published 1 June 2009
Byron Sharp
Ehrenberg-Bass Institute, University of South Australia,
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  • For correspondence: Byron.Sharp@marketingscience.info
Virginia Beal
Ehrenberg-Bass Institute, University of South Australia
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Martin Collins
Ehrenberg-Bass Institute, University of South Australia
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ABSTRACT

TV keeps changing, and viewers have more alternatives than ever. Yet television-viewing behavior continues to follow some law-like patterns that have remained in place over the past 40 years. These empirical generalizations suggest that TV will remain the preeminent fast and vast advertising medium, if a more complex and expensive one. Knowledge of these empirical laws—including the special reach of high-rating programs, channel loyalty, low program repeat rates, lack of segmented audiences, and weak genre loyalty—can be used to guide advertisers in buying the most effective TV schedules. They give us confidence that TV will remain an effective advertising vehicle for many years to come.

  • © Copyright 2009 The ARF. All rights reserved.
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Vol 49 Issue 2

Journal of Advertising Research: 49 (2)
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Television: Back to the Future
Byron Sharp, Virginia Beal, Martin Collins
Journal of Advertising Research Jun 2009, 49 (2) 211-219; DOI: 10.2501/S002184990909031X

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Television: Back to the Future
Byron Sharp, Virginia Beal, Martin Collins
Journal of Advertising Research Jun 2009, 49 (2) 211-219; DOI: 10.2501/S002184990909031X
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